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Cross Cultural Advertising  

Posted by watcharin yimram in ,

"Culture is a like dropping an Alka-Seltzer into a glass - you do not see, but somehow it does something,"
Hans Magnus Enzensberger.

Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework to understand. However, no longer exist in the interaction with other cultures this framework is through interculturalDifferences.

Cross Cultural Communication aims to help interact with the negative impact of cross-cultural differences through building common frameworks for people of different cultures within. In business, cross cultural solutions in areas such as HR, team building used to be foreign trade, negotiations and website design.

Cross Cultural Communication solutions are also critical for effective cultural advertising. Services and products are typically designed andmarketed at a domestic audience. If a product is then marketed at an international audience the same national advertising campaign abroad ineffective in most cases.

The essence of advertising is to convince people that a product meant for them. With the purchase, it is to get them some benefit, whether it lifestyle, status, convenience or are financial. However, if an advertising campaign taken abroad different values and ideas, improving status or areComfort there. These differences make the original advertising campaign defunct.

It is therefore crucial for a cross-cultural advertising campaign, which understanding is acquired of a particular culture. Be tested by highlighting areas of cross-cultural differences in advertising a few examples.

Language in Cross Cultural Advertising

It may seem a little obvious that the language is the key to effective cross cultural advertising. However, the fact thatCompanies do not consistently linguistic implications of company or product names and slogans demonstrates verify that no such problems properly addressed.

The world of advertising, with examples of cross-cultural linguistic errors littered. Of the more amusing was Ford's introduction of the "Pinto" in Brazil. After seeing sales fail, they soon realized that this means the fact that in Brazil want to be seen driving "was due to small malesGenitalia.

Language is also being examined for its cultural suitability. For example, the slogan employed by the computer games manufacturer, EA Sports, "Challenge Everything" raises of disapproval in religious or hierarchical societies where harmonious relationships growls are maintained by the values of respect and confrontation.

It is therefore imperative that the language be carefully examined in any cross-cultural advertising campaign

Communication Style inCross Cultural Advertising

Understanding the way in which other cultures can communicate in the ad campaign to potential customers in a way that they understand and appreciate speak. For example, communication style can be explicitly or implicitly. An explicit communicator (eg USA) assumes the listener is not aware of the background information or questions on the topic of discussion and therefore it offers him. Implicit communicators (eg Japan), take the audiencealso provide information on the subject and forwarded minimized on the premise that understanding the audience of effects. An explicit communicator, an implicit communication style will find vague, whereas an implicit communicator would find an explicit communication style exaggerated.

Colors, numbers and pictures in Cross Cultural Advertising

Even the simplest and most taken for granted aspects of advertising must be under a microscope to examine cross-cultural. ColorsNot numbers, symbols and images translate well across all cultures.

In some cultures there are lucky colors, like red in China and unlucky colors such as black in Japan. Some colors have specific meaning, green is as a special color in Islam, and some colors have tribal associations in parts of Africa.

Many hotels in the U.S. and UK still have a room 13 or 13 Floor. The same goes for Nippon Airways in Japan is not the seat numbers 4 or 9, ifthere are numbers with negative connotations abroad, presenting or packaging in those numbers when advertising should be avoided.

Images are also culturally sensitive. It is common to see pictures of women in bikinis on advertising posters in the streets of London, such images would cause outrage in the Middle East.

Cultural Values in Cross Cultural Advertising

When advertising abroad, the cultural values that the company will be carefully analyzed. IsIs there a religion that is practiced by the majority of the population? If the society collectivist or individualist? Is it family oriented? Is it hierarchical? Is there a dominant political or economic ideology? All of this will impact an advertising campaign if left unchecked.

For example, advertising, received focused on individual success, independence and stressing the word "I would have" negative in countries where teamwork is a positive attribute. Rebellion orLack of respect for authority should always be avoided in family orientated or hierarchical societies.

May conclude, we see that the principles of advertising run through to cross cultural advertising. That is - know your market, what is attractive, and what are their goals. Cross-cultural advertising is simply about using common sense and analyze how the various elements of an advertising campaign to be influenced by the culture and speak to amend the optimalto the target audience.



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